The initiative, spearheaded by Elston Assure risk adviser Jamie Forster and reported by ifa, aims to provide free advice for “people who may have a legitimate insurance claim, who don’t have an adviser and who can’t afford to pay for claims management”.

In response to the story, the associations and others have sprung into action, indicating their support for the project.

Association of Financial Advisers (AFA) chairman Michael Nowak responded on LinkedIn, saying “the AFA is interested in being involved with this initiative in collaboration with the industry”.

Speaking to ifa, Mr Nowak said the project could be “a great way for the industry to raise its profile”, and spread the message of the importance of life insurance.

“It’s a positive message and would help us dispel myths about the claims process and is in line with view about pro bono,” he said, adding that a “lot of pro bono work does go on” at the individual level.

The Financial Planning Association also contacted by Mr Forster, ifa understands, offering assistance by directing him to the FPA’s policy document on pro bono advice work.

Synchron chief executive Don Trapnell indicated his enthusiasm for the program also. “What a sensational initiative Jamie and a brilliant way of allowing advisers to contribute to the lives of every day Australians in their time of need,” Mr Trapnell wrote in a LinkedIn post.